How Does Personalization Affect eCommerce?

- Hitanshi Chavda

April 4, 2022

Every entrepreneur and business enthusiast has come across the term "e-commerce personalization" at some point throughout their e-commerce journey, and if you haven't, you will most likely do so in the near future. We at Enalito also face this question from our customers, “Why is it so important to spend on personalization?” so we took one for the team and have simplified e-commerce personalization for you and analysed how it affects ecommerce.

What is E-Commerce Personalization?

Ecommerce personalisation is all about giving your customers a more personalised experience. It's something you can do throughout the user experience to make your site more relevant to each individual that comes. The correct eCommerce personalisation approach allows you to define your traffic's behaviour as accurately as possible during their purchase transaction. In other words, you may boost your conversion rate and strengthen client loyalty by presenting "tailored content" to your consumers. Personalization is critical in eCommerce because it allows you to target prospects and consumers more precisely. You make it simpler for your visitors to locate exactly what they're searching for when you customise your site (and faster).

Why should e-commerce businesses adapt to Personalization?

Nothing beats data, and the facts show that shoppers are almost 80% more likely to buy from an eCommerce company that provides personalization. According to these eCommerce personalization statistics, customers seek, or rather demand, personalization. It's more than just giving customers product recommendations. We have listed down how personalization can help your ecommerce website to grow - 

1. Remodelling CTA - A CTA, or call-to-action, is the most effective technique to improve the purchase process. When the CTA is strong, you may persuade your visitors to read a blog, participate in a survey, or purchase a product. However, whatever type of CTA you employ, it should be very tailored. A tailored CTA can outperform generic CTAs by three times.

2. Magnifying customers experience - Even a devoted customer might be irritated by irrelevant product recommendations. You must keep this in mind in order to provide the benefits of e-commerce personalisation. Use the information you've gathered from users to ensure that the product suggestions are current and relevant. It will increase client retention.Personalizing your website or content to meet the needs of your customers will make your shop more relevant to their purchase intent, tastes, and preferences. As a result, eCommerce personalisation contributes to a customer-centric ecosystem that provides a superior consumer experience.First-time consumers are more likely to return and become repeat customers if they have a great customer experience. As a result, eCommerce firms may use it to acquire a competitive advantage over their competitors.

In this aspect, Amazon has performed admirably. Their product suggestion method serves as a model for all e-commerce businesses. Some of our customers like Silver Room have been using personalisation techniques embedded by Enalito.

3. High converting landing pages -Increased sales volumes is one of the most visible and far-reaching effects of customization in eCommerce. According to Gartner, eCommerce organisations who adopt customization best practices will see a 15% increase in earnings by 2020. 

When these pages are customised, they are likely to reap the most rewards. The landing pages in e-commerce must be given specific attention. When appropriately tuned, they may have a significant influence on revenue. Personalised product suggestions on home pages or landing pages affect nearly 63 percent of buyers.

4. Additional revenue streams - It is human nature to desire to spend more time with those who have treated them well. When we receive excellent service, we value it and strive to remain loyal to that brand or organisation. 

Personalization in e-commerce is the same way. When you go above and above to provide your customers exactly what they want, they become loyal to your store. Nearly 80% of customers prefer to do business with companies that care about them.Cross-selling and upselling techniques account for approximately a third of all eCommerce income.

As a result, they might be a great place to start when it comes to diversifying your revenue streams. Fortunately, a sophisticated recommendation engine can assist you in making more informed selections about how to make the product suggestion.

Aside from offering the opportunity to purchase bundled or suggested items, eCommerce companies may also use dynamic and customised pricing to cater to the price sensitivity of their customers. Even if you provide a discount to entice a high-value consumer, their long-term value will much outweigh it.

5. Helps retain attention - More than half of customers feel they get an excessive amount of marketing emails. As a result, if you don't want your emails to end up in your clients' trash, junk, or spam folders, reducing the quantity of emails you send is a smart idea.

It would be easy for you to categorise your consumers into distinct groups if you use personalisation. Following that, you may send extremely relevant follow-up emails.

When it comes to eCommerce personalisation, the notion of selective attention proves to be vital. This bias emphasises rapid satisfaction through individualised content and immediate value offerings. Furthermore, if your website is overloaded or overburdened with content, the customer may become overwhelmed and abandon all attempts to make a deal.

As a result, while selective attention appeals to persons with short attention spans, eCommerce recommender systems may use personalisation to their advantage. It lets you create a website with a list of relevant product suggestions, targeted advertisements, and other features carefully placed across the site. As a consequence, the important triggers that encourage action will be highlighted on the page, assisting in the delivery of desired outcomes.

6. Increase time on site - When the material presented to them is more relevant, people spend more time on the site. As a result, if you want to lower your bounce rate or increase the amount of time people spend on your site, personalisation can assist.

It also reduces the salesperson approach wherein your employees approach  consumers directly and pitch them on their product or service. They don't want to waste time confirming leads or answering calls from unqualified prospects.

One of the biggest features of website personalisation is that it allows you to construct a marketing campaign that allows your sales team to segment the audience.

Businesses must compete to separate themselves from one another and gain repeat customers as the eCommerce market becomes oversaturated. This is where eCommerce website personalisation comes into play. 

Consumers are more inclined to remain with eCommerce shops that provide appropriate product recommendations, according to 91 percent of respondents. Similarly, according to a Forrester study, 77 percent of purchasers have suggested a company to new customers because of its eCommerce personalisation.

Personalization is the key to developing loyalty in an eCommerce firm, whether you're working with first-time clients or repeat customers. It gives the client power over their wants and expectations, increasing the likelihood that they will buy from you (that too in greater frequency).

Personalise your Website with Enalito ,by trying our demo and learning more about how Enalito may benefit your business, you can put your worries to rest. If you want to stay ahead of the e-commerce curve, keep up with us. Improve client retention with Enalito's AI-driven Email Marketing and Onsite Personalization capabilities. Sign up for a free Enalito trial and we'll provide you with the information you need to boost your retention rate and increase your profits!